1.
Dunkin’
Donuts
Social
Media
Monitoring
A
real
case
analysis
Jialin
Duan
ABSTRACT
This
social
media
monitoring
report
covers
most
of
major
social
media
performance
of
Dunkin’
Donuts.
Based
on
real
and
fresh
data,
this
report
gives
a
lot
of
useful
information
and
suggestion
for
the
future
development
of
Dunkin’
Donuts
on
social
media.

2. 2
[DUNKIN’
DONUTS
SOCIAL
MEDIA
MONITORING]
Table
of
Contents
Executive
Summary
..........................................................................................................................................
3
Introduction
.........................................................................................................................................................
3
Overview
of
Social
Media
Dunkin’
Donuts
Uses
...................................................................................
4
Official
Website
...................................................................................................................................................
4
Facebook
................................................................................................................................................................
4
Twitter
....................................................................................................................................................................
5
YouTube
..................................................................................................................................................................
6
Data
and
Analysis
...............................................................................................................................................
7
Google
Trends
......................................................................................................................................................
7
Addict-­‐o-­‐matic
.....................................................................................................................................................
9
Social
Mention
.....................................................................................................................................................
9
Ice
Rocket
............................................................................................................................................................
10
Special
Campaign
Digging-­‐#mydunkin
..................................................................................................
11
Data
Analysis
(Data
from
http://keyhole.co)
.....................................................................................
12
Feedback
and
Suggestion
.............................................................................................................................
14
Feedback
from
groundswell
.......................................................................................................................
14
Suggestion
on
social
platforms
.................................................................................................................
15
Conclusion
...........................................................................................................................................................
17

3. [DUNKIN’
DONUTS
SOCIAL
MEDIA
MONITORING]
3
Executive
Summary
Social
media
has
changed
and
evolved
a
lot
these
years.
Social
media
is
born
as
the
social
interaction
among
people
in
which
they
create,
share
or
exchange
information
and
ideas
in
virtual
communities
and
networks.
But
nowadays,
social
media
is
not
that
simple.
Because
of
the
join
of
business
and
companies,
social
media
has
been
added
more
meanings.
Through
social
media,
companies
and
business
not
only
can
have
a
better
understanding
on
their
image
and
status
in
the
market
but
also
can
use
special
strategies
and
means
to
change
or
enhance
their
relationship
with
customers.
In
reverse,
customers
can
also
use
social
media
to
express
their
attitudes
and
thoughts
about
companies
and
business.
Established
in
1950,
Dunkin'
Donuts
is
America's
favorite
all-­‐day,
everyday
stop
for
coffee
and
baked
goods.
Dunkin'
Donuts
is
a
market
leader
in
the
hot
regular/decaf/flavored
coffee,
iced
coffee,
donut,
bagel
and
muffin
categories.
Dunkin'
Donuts
has
earned
the
No.
1
ranking
for
customer
loyalty
in
the
coffee
category
by
Brand
Keys
for
seven
years
running.
The
company
has
more
than
10,500
restaurants
in
31
countries
worldwide.
Based
in
Canton,
Mass.,
Dunkin'
Donuts
is
part
of
the
Dunkin'
Brands
Group,
Inc.
The
reason
this
company
is
so
popular
is
because
of
the
high
quality
and
delicious
food
and
beverage
it
offers.
But
the
reason
this
company
expands
so
quickly
and
popular
with
a
good
and
healthy
image
among
public
is
more
about
its
social
media
campaigns
on
major
social
media
platforms.
In
other
words,
it
is
all
because
of
its
good
relationship
with
the
groundswell.
Introduction
The
following
social
monitoring
report
on
Dunkin’
Donuts
will
be
arranged
based
on
the
process
of
my
monitoring.
First,
this
report
will
begin
with
an
overview
of
the
social
platforms
Dunkin’
Donuts
uses
and
have
a
general
analysis
of
each
platform.
Second,
based
on
the
data
collected
these
weeks
and
with
the
help
of
some
social
monitoring
tools
and
platforms
online,
this
report
will
have
a
detailed
analysis
of
Dunkin’
Donuts
from
trends,
social
mention
and
popularity
till
people’s
attitudes,
fans
reactions
and
detail
digging.
Third,
this
report
will
have
a
full
analysis
based
on
a
famous
social
campaign
to
express
Dunkin’
Donuts’
relationship
with
groundswell.
Last
but
not
the
least,
this
report
will
enumerate
some
merits
and
demerits
of
Dunkin’
Donuts’
social
campaign
and
platforms
using
based
on
these
weeks
monitoring.
Also
there
will
be
a
final
conclusion
to
accomplish
this
entire
report.

4. 4
[DUNKIN’
DONUTS
SOCIAL
MEDIA
MONITORING]
Overview
of
Social
Media
Dunkin’
Donuts
Uses
Official
Website
Official
website
is
really
important
for
a
company.
Official
Website
of
food
company
like
Dunkin’
Donuts’
mostly
face
to
its
customers
which
means
the
website
of
Dunkin’
Donuts
needs
to
be
a
user
friendly
and
easy
to
use
page.
From
the
perspective
above,
Dunkin'
Donuts'
Official
Website
is
very
user
friendly
and
easy
to
use.
The
theme
of
the
website
uses
the
special
combination
of
Dunkin’
Donuts’
signature
brown,
pink
and
orange.
The
website’s
functions
listed
compact
but
orderly.
The
website’s
homepage
naturally
composed
of
three
major
parts.
The
most
innovative
part
is
the
social
media
part.
Like
a
“social
hub”,
this
part
integrates
Apps,
blog
and
three
major
social
campaign
platforms-­‐Facebook,
Twitter
and
YouTube.
From
the
arrangement
of
the
homepage,
people
can
easily
find
Dunkin’
Donuts
is
a
company
pays
high
attention
to
social
media
and
the
power
of
groundswell.
In
short,
Dunkin’
Donuts
official
website
has
a
very
clear
market
positioning
on
social
media.
Facebook
Facebook
for
a
social
media
friendly
company
is
a
very
important
and
essential
platform.
Because
this
website
integrates
the
whole
social
media
ecosphere
within
one
multifunction
page.
It
is
a
very
open
and
“uncontrolled”
social
media
system
with
a
variety
of
communication
formation
tunnels.

5. [DUNKIN’
DONUTS
SOCIAL
MEDIA
MONITORING]
5
The
Facebook
page
of
Dunkin’
Donuts
obviously
does
not
used
as
popular
as
its
competitors
used.
By
the
day
of
Nov.1,
the
Dunkin’
Donuts’
Facebook
page
received
12,625,918
likes
and
759,806
visits.
Compare
to
its
competitor’s
such
as
Starbucks’
37,702,696
likes
and
20,152,013
visits,
the
problem
is
obvious
enough-­‐the
huge
gap
between
likes
and
visits
really
indicates
a
problem
on
Dunkin’
Donuts’
Facebook
page-­‐less
interaction.
Besides,
several
visits
to
the
very
few
visits
number
are
people
like
me
contribute.
From
the
data
collected
from
SocialBaker,
Dunkin’
Donuts’
Facebook’s
Likes
keeps
going
up
in
recent
three
months.
Compare
with
to
the
data
of
last
month,
it
increased
a
lot.
Based
on
my
monitoring,
this
increase
is
probably
related
to
the
recent
football
game
sponsored
by
Dunkin’
Donuts.
From
the
Distribution
of
Fans
chart,
we
can
easily
find
that.
Dunkin’
Donuts’
major
market
is
still
limited
within
the
United
States
which
means
the
internationalization
of
Dunkin’
Donuts
still
need
a
long
way
to
go.
Twitter
Twitter
is
an
edge
tool
for
companies
to
promote
their
brand
and
product
because
of
its
short
but
powerful
character
limitation
and
its
flexibility
and
possibility
of
extension.
By
the
end
of
November
1,
2014,
Dunkin’
Donuts
has
already
had
792,000
followers
and
25,400
Tweets.

6. 6
[DUNKIN’
DONUTS
SOCIAL
MEDIA
MONITORING]
Dunkin'
Donuts
started
its
twitter
account
in
September
2007,
compared
to
the
start
of
Twitter
in
March
2006.
Dunkin'
Donuts’
Twitter
account
really
can
be
treated
as
a
kind
of
pioneer
on
twitter.
Until
October
10th,
DD's
twitter
has
already
had
25.1k
tweets
and
776k
followers
which
means
every
1000
accounts
on
twitter
there
will
be
28
people
are
Dunkin'
Donuts’
followers
and
every
1000
people
in
America
there
will
be
2.5
people
are
Dunkin'
Donuts’
followers
which
really
can
be
described
as
"American
runs
on
Dunkin'
Donuts".
According
to
data
provided
by
SocialBaker,
the
follower
of
Dunkin’
Donuts’
keeps
raising
these
three
months
and
the
Twitter
Following
increased
and
stable
at
a
pretty
high
level.
These
data
indicate
that
Dunkin’
Donuts’
Twitter
account
has
a
pretty
good
performance.
YouTube
YouTube
channel
is
a
very
important
part
in
social
campaign.
Dunkin’
Donuts’
YouTube
channel
says:
Official
YouTube
page
for
Dunkin'
Donuts.
America
Runs
on
Dunkin',
but
this
YouTube
page
runs
on
you.
Sit
back,
take
a
sip
of
Dunkin'
coffee
and
enjoy
our
videos
with
news,
recipes,
local
events,
and
more!
From
the
about
page
of
Dunkin’
Donuts’
YouTube
channel
it
is
not
hard
to
find
that
it
is
geared
to
the
needs
of
DD
fans
and
DD
followers.
Also
it
is
used
as
backup
promotion
tools
for
Facebook
and
Twitter.

7. [DUNKIN’
DONUTS
SOCIAL
MEDIA
MONITORING]
7
Right
now
(November
1
2014),
Dunkin’
Donuts’
YouTube
channel
has
only
7,544
subscribers,
compared
to
a
normal
private
channel
on
YouTube,
which
means
this
YouTube
Channel
does
not
popular
among
people
at
all.
According
to
data
from
SocialBaker,
the
subscriber
number
keeps
stability
in
a
low
level
and
the
video
upload
number
is
not
good
at
all.
In
one
word,
Dunkin’
Donuts’
YouTube
channel
does
not
perform
as
its
mission
statement
at
all.
Data
and
Analysis
In
this
section,
the
report
will
use
online
social
media
monitoring
tools
to
have
detailed
analysis
of
different
aspects
of
Dunkin’
Donuts
online
performance.
Google
Trends
Google
Trends
is
a
public
web
facility
of
Google
Inc.,
based
on
Google
Search,
that
shows
how
often
a
particular
search-­‐term
is
entered
relative
to
the
total
search-­‐
volume
across
various
regions
of
the
world,
and
in
various
languages.
Analysis

8. 8
[DUNKIN’
DONUTS
SOCIAL
MEDIA
MONITORING]
To
have
a
better
understanding
on
search
trends
on
Google
for
Dunkin’
Donuts,
this
report
uses
a
comparison
to
illustrate
its
perspective.
From
the
chart
offered
by
Google
Trends,
it
is
easy
to
find
that
Dunkin’
Donuts
has
a
pretty
good
heat
rate
just
behind
Starbucks
and
above
a
lot
of
other
competitors.
But
with
the
trends
we
can
easily
find
that
the
impact
of
most
Dunkin’
Donuts’
online
campaign
has
little
effect
on
customers
compared
to
Starbucks.
With
the
regional
interest
chart
above,
it
is
easy
to
find
out
that,
though
both
companies
are
international
coffee
companies,
Dunkin’
Donuts
has
limitations
on
regional.
Most
Dunkin’
Donuts
research
is
still
restricted
to
the
United
States,
which
means
Dunkin’
Donuts
need
to
take
its
worldwide
business
into
account
rather
than
just
focusing
on
the
United
States.
The
regional
gap
between
the
United
States
and
the
Philippines
is
also
a
very
good
indication
of
Dunkin’
Donuts
world
business
imbalance.

9. [DUNKIN’
DONUTS
SOCIAL
MEDIA
MONITORING]
9
Addict-­‐o-­‐matic
Addict-­‐o-­‐matic
is
a
free
site
that
exists
in
order
to
provide
users
with
a
dashboard
made
up
of
a
variety
of
sources
with
related
links
on
a
specific
topic
of
their
choice.
It
is
a
means
to
gather
information
from
different
sources
and
aggregate
them
all
onto
one
homepage
while
being
separated
by
sources.
Analysis
From
Addict-­‐o-­‐matic,
people
can
find
Dunkin’
Donuts
online
information
easily
than
ever
before.
This
screenshot
was
made
at
the
date
of
October
19
2014.
The
reason
to
show
this
website
as
a
data
resource
is
because
most
people
are
trying
to
use
platforms
like
Addict-­‐o-­‐matic
to
get
information
they
like
which
means
Dunkin’
Donuts
should
pay
more
attention
to
its
online
image.
Once
there’s
some
breaking
news
happen,
Dunkin’
Donuts
should
take
action
immediately
before
its
too
late.
Platforms
like
Addict-­‐o-­‐matic
will
offer
an
early
warning
on
social
media.
Social
Mention
Social
Mention
is
free,
real-­‐time
social
media
search
and
analysis.
Users
can
explore
or
opt
to
receive
social
media
alerts
(similar
to
Google
Alerts
but
for
social
media
only.)
Users
can
choose
to
receive
free
daily
email
alerts
of
special
brand,
company,
CEO,
marketing
campaign,
or
on
a
developing
news
story,
a
competitor,
or
the
latest
gossip
on
a
celebrity.
Analysis
The
picture
on
the
left
is
four
times
monitoring
using
Social
Mention
every
two
weeks.
First
two
on
the
top
are
from
monitoring
report
in
October,
at
the
bottom
two
are
from
November.
From
data
collected
from
Social
Mention,
this
report
finds
features
below:
1.
Dunkin'
Donuts
has
a
pretty
high
mentioned
ratio
among
social
media
platforms,
especially
on
weekdays,
but
during
weekends,
it's
mentioned
ratio
goes
down.
Probably
because,
during
weekends,
Dunkin'
Donuts'
social
public
pages
has
fewer
activities
or
most
people
go
to
Dunkin'
Donuts
most
on
work
days.

10. 10
[DUNKIN’
DONUTS
SOCIAL
MEDIA
MONITORING]
2.
Dunkin'
Donuts
has
a
very
high
positive
review
among
social
media
platforms.
The
reason
Oct.
19th
sentiment
goes
down
is
because
Dunkin'
Donuts
was
accused
of
allowing
cars
to
park
on
a
protected
grassy
section
of
the
property
next
to
a
brook,
failing
to
maintain
the
area
as
a
meadow
and
not
submitting
required
twice-­‐a-­‐year
stormwater
compliance
reports.
3.
Dunkin'
Donuts
has
a
high
reach
index,
which
means
Dunkin'
Donuts'
social
mention
is
not
just
made
by
a
little
group
of
people,
in
stead,
it
is
mentioned
in
a
variety
of
different
authors.
4.
Basically
every
20
seconds
Dunkin'
Donuts
will
be
mentioned
online
which
means
Dunkin'
Donuts
roots
deep
inside
groundswell.
Ice
Rocket
IceRocket
is
generally
for
blog
searches
but
has
expanded
into
searching
the
popular
social
networking
websites
Twitter
and
Facebook
as
well
as
allowing
searching
of
news
and
the
world-­‐wide-­‐web.
IceRocket's
Big
Buzz
feature
allows
users
to
search
Blogs,
Tweets,
news,
images
etc.
all
from
one
page.
Analysis

11. [DUNKIN’
DONUTS
SOCIAL
MEDIA
MONITORING]
11
These
two
charts
are
Daily
Blogs
Citation
from
Meltwater
Icerocket.
On
September
29
because
of
national
coffee
day
and
on
October
15
because
of
the
new
product
launch,
Dunkin'
Donuts’
blog
mention
reaches
its
peak.
From
other
days’
data,
I
find
Dunkin'
Donuts
barely
have
blog
mention
online.
This
poor
performance,
also
most
zero
mention,
is
mainly
because
of
Dunkin'
Donuts
not
put
its
concentration
on
blogs.
But,
actually,
Dunkin'
Donuts
needs
blog
promotion.
Because
most
Dunkin'
Donuts’
products
are
food
and
beverage,
they
need
to
have
a
full
review
on
their
tastes
and
flavor
so
that
customers
can
be
attracted.
Special
Campaign
Digging-­‐#mydunkin
#mydunkin
is
an
integrated
social
campaign
featuring
real
Dunkin’
fans
and
their
social
media
content
that
shows
their
love
for
Dunkin’
Donuts
coffee.
After
sorting
through
tens
of
thousands
of
posts
on
Facebook
and
Twitter,
Dunkin’
Donuts
selected
the
first
fans
to
appear
in
new
television
commercials
based
directly
on
their
original
social
content
sharing
their
unique
Dunkin’
stories.
Dunkin’
Donuts
launched
this
social
campaign
in
October
2013
and
after
more
than
10
months
it
still
going
on.
The
hashtag
is
about
fans
like
@MEG_ANCH
&
their
Dunkin’
stories.
People
use

12. 12
[DUNKIN’
DONUTS
SOCIAL
MEDIA
MONITORING]
this
hashtag
to
tell
their
everyday
life
to
other
Dunkin’
Donuts’
fans
and
their
thoughts
on
Dunkin’
Donuts.
At
the
same
time,
Dunkin’
Donuts’
launched
TV
commercial
through
Vine.co
which
makes
Dunkin’
Donuts
a
hot
topic
everywhere
since
then.
After
more
than
a
year’s
operation,
this
hashtag
#mydunkin
right
now
is
no
longer
like
a
social
media
campaign
creature,
it’s
more
like
an
everyday
activity
for
people.
Start
from
morning
till
midnight,
if
there
is
a
Dunkin’
Donuts
store
open
on
the
street,
Dunkin’
Donuts’
stories
with
people
will
never
end.
Dunkin’
Donuts
is
trying
to
use
social
media
campaign
to
create
its
own
culture.
Data
Analysis
(Data
from
http://keyhole.co)
Because
of
limited
budget,
this
report
chooses
recent
8
days
as
an
analysis
period.
During
these
8
days,
there
are
296
posts
in
total,
which
means
everyday
there
still
has
at
least
37
posts.
From
the
users
numbers,
basically
every
post
comes
from
1.184
people.
Reach
is
the
number
of
unique
followers
that
a
user
has,
while
impressions
also
takes
into
account
the
number
of
times
a
user
posts.
Based
on
the
illustration,
these
8
days,
this
hashtag
still
had
a
very
powerful
influence
and
it
had
been
more
than
one
year
since
the
launch
of
this
activity.
From
the
top
source
chart
on
the
left,
most
people
post
this
hashtag
on
cell

13. [DUNKIN’
DONUTS
SOCIAL
MEDIA
MONITORING]
13
phones.
According
to
the
data,
more
than
60%
of
this
hashtag
posts
have
instantaneity,
which
means
these
people
have
already
formed
a
habit
on
this
hashtag
to
share
daily
life.
From
the
demographic
on
the
right
side,
we
can
find
that
female
use
this
hashtag
most,
which
takes
65%
of
the
total
number.
This
outcome
will
give
Dunkin’
Donuts
a
sign
that
hashtag
promotion
can
pay
more
attention
to
female
fans.
That
will
have
a
more
efficient
result.
From
Top
Sites
Chart
on
the
left,
we
can
find
this
hashtag
is
not
highly
influential
on
Twitter
but
also
still
very
influential
on
other
social
media
platforms.
If
Dunkin’
Donuts
can
take
advantage
on
this
#mydunkin
hashtag
to
have
a
commemorative
activity,
there
must
be
a
new
round
of
crazy
promotion
online.
From
the
Share
of
Posts
chart
we
can
find
most
of
the
posts
are
original,
which
means
though
there
are
still
a
lot
of
people
use
this
hashtag
tweet
stories
with
Dunkin’
Donuts,
people
are
getting
less
interesting
on
this
hashtag.
If
Dunkin’
Donuts
wants
to
reuse
this
hashtag
to
do
promotion,
Dunkin’
Donuts
need
to
“inject”
new
elements
to
this
hashtag.
I
will
call
this
“hashtag
recycle”
From
Location
Chart,
we
can
find
this
hashtag
has
been
spread
worldwide.
If
Dunkin’
Donuts
really
can
do
a
“hashtag
recycle”
on
this
hashtag,
this
hashtag
will
have
bigger
influence
since
many
people
who
have
already
form
the
habit
to
use
this
hashtag
all
around
the
world.
Dunkin’
Donuts
obviously
has
already
cultivated
this
culture
to
the
world.

14. 14
[DUNKIN’
DONUTS
SOCIAL
MEDIA
MONITORING]
Feedback
and
Suggestion
After
several
weeks
hardworking
on
Dunkin’
Donuts’
social
monitoring,
as
the
author
of
this
report,
I
got
not
only
pure
social
data
and
deeper
understanding
of
Dunkin’
Donuts’
social
media
status
but
also
learnt
a
lot
and
thought
a
lot
according
to
the
analysis
I
had.
The
best
way
to
improve
the
relationship
between
the
company
and
its
groundswell
is
to
find
out
the
problems
and
figure
out
a
way
to
resolve
it.
Feedback
from
groundswell
Though
Dunkin’
Donuts
has
a
pretty
good
and
healthy
imagine
among
public
and
its
customers,
this
report
still
needs
to
dig
into
the
groundswell
and
find
out
the
truth
of
Dunkin’
Donuts
among
the
groundswell.
Positive:
Dunkin’
Donuts
as
a
daily
life
essential
brand
really
has
a
lot
of
positive
feedback.
Those
feedbacks
are
easy
to
find
on
Facebook,
Twitter
and
other
social
platforms.
Negative:
It
is
really
shocking
to
find
that
a
top
brand
pisses
off
its
customers
and
reunites
them
to
build
a
website:
http://dunkin-­‐donuts.pissedconsumer.com.
From
the
website
and
the
contents
on
that,
it
is
really
a
big
problem
for
Dunkin’
Donuts
to
think
about
that.
After
checking
some
of
the
reviews,
I
personally
classified
those
complaints
as
below:
1.
Customer
service.
2.
Food
and
drink
problem.
Those
complaints
come
with
location
and
problem
category
which
really
can
help
Dunkin’
Donuts
find
out
what
exactly
happening
in
its
stores.
Look
at
the
top
of
the
homepage
you
will
find
that
zero
resolved
issues
which
mean
none
of
the
issues
here
have
been
resolved
or
even
was
found
by
Dunkin’
Donuts.
If
Dunkin’
Donuts
cannot
deal
with
a
problem
like
this,
it
is
really
possible
causing
a
bigger
problem
in
the
future.
Another
typically
negative
feedback
comes
from
a
website
called
Consumer
Affairs:
http://www.consumeraffairs.com/food/dunkin_donuts.
html.
This
is
a
website
created
specially
for
company
complaints.
After
checking
most
of
the
complaints,
I
found
they
are
very
well
written
by
the
kickers
and

15. [DUNKIN’
DONUTS
SOCIAL
MEDIA
MONITORING]
15
almost
all
over
100
words,
which
obviously
are
all
“high
quality”
complaints.
Dunkin’
Donuts
can
really
learn
something
from
those
complaints
if
it
cares.
Suggestion
on
social
platforms
1. Listening
to
the
groundswell.
Listening
to
the
groundswell
is
a
really
important
step
for
every
company
which
wants
to
join
the
groundswell.
But
based
on
the
observation
of
Dunkin’
Donuts’
social
media
platforms’
performance,
I
think
Dunkin’
Donuts
still
needs
to
enhance
this
part.
First,
unidirection
communicate
community
defection.
Based
on
Charlene
Li
and
Josh
Bernoff’s
theory:
Your
brand
is
what
your
customer
says
it
is.
If
Dunkin’
Donuts
wants
to
do
better
and
has
bigger
improvement
on
its
field,
it
is
really
necessary
for
Dunkin’
Donuts
to
start
listening
to
groundswell
carefully.
In
my
perspective,
if
Dunkin’
Donuts
open
its
“one-­‐
way”
communicate
community
to
the
groundswell
and
let
the
groundswell
declares
itself
in
the
community
rather
than
keeps
it
a
company
controlled
community,
Dunkin’
Donuts
will
find
its
problems
as
soon
as
they
are
posted
and
benefit
from
community
members’
brilliant
ideas
in
many
perspectives.
Second,
Dunkin’
Donuts
should
pay
more
attention
to
brand
monitoring.
Regularly
monitoring
its
online
customers
on
major
social
media
platforms
and
making
a
monitoring
report
are
really
imperative.
It
helps
Dunkin’
Donuts
knows
better
about
itself
and
makes
the
senior
level
managers
of
Dunkin’
Donuts’
have
better
view
of
their
brand,
products
and
social
status.
Another
advantage
of
social
monitoring
is
that
it
will
help
companies
examine
the
effect
of
its
social
media
campaign-­‐when
the
social
media
campaign
gets
to
the
peak,
which
aspect
the
social
media
campaign
has
better
performance
and
so
on.
Because
different
stages
of
social
media
campaign
should
use
different
strategies
so
that
social
media
campaign
can
have
better
returns.
2. Talking
to
the
groundswell.
Talking
to
the
groundswell
makes
the
marketing
you
do
have
a
better
result.
During
the
social
media
monitoring,
I
found
Dunkin’
Donuts
did
a
lot
of
social
marketing
campaigns,
from
basic
hashtags
posted
on
Twitter
to
“Dance
for
DD”
video
upload
on
Facebook.
But
if
you
observe
these
campaigns
based
on
data
carefully,
these
campaigns
do
not
last
long
enough
and
usually
end
very
quickly.
In
this
situation,
to
get
a
better
ROI,
Dunkin’
Donuts
can
try
to
talk
to
the
groundswell
in
a
different
way.
First,
based
on
my
monitoring,
Dunkin’
Donuts
barely
replies
its
followers
or
fans
on
social
platforms.
(I
mean
useful
replies)
If
Dunkin’
Donuts’
Twitter
can
reply
some
of
the
related
Tweets
or
replies
more
and
join
in
some
discussions
it
launches,
that
will
help
the
groundswell
shapes
a
continuous
discussion
and
will
increase
Dunkin’
Donuts’
frequency
of
occurrence
on
different
online
social
media.

16. 16
[DUNKIN’
DONUTS
SOCIAL
MEDIA
MONITORING]
Second,
through
talking,
Dunkin’
Donuts
can
keep
changing
its
strategy
on
its
social
campaign.
Immediate
feedback
from
the
groundswell
will
help
Dunkin’
Donuts
have
the
initiative
in
hands.
Whether
to
keep
promoting
this
social
campaign
or
not,
becomes
easier
to
Dunkin’
Donuts.
Sometimes
an
active
talk
to
the
groundswell
will
help
Dunkin’
Donuts’
social
campaign
go
as
it
wants.
Third,
as
a
official
account,
Dunkin’
Donuts’
Twitter
account
should
not
just
reply
same
content
on
complaints
all
the
time.
If
you
check
most
of
Dunkin’
Donuts’
Twitter
replies
to
customers’
complaints
you
will
find
replies
all
like
this:
These
replies
are
just
like
routine,
dry
and
boring.
As
a
customer
who
has
problem
on
some
products,
what
do
you
think
if
you
are
treated
like
this?
In
my
perspective,
Dunkin’
Donuts
should
discriminatory
on
complaints.
People
want
to
solve
the
problem
directly
and
immediately,
let
them
just
saying
rather
than
let
them
wait
or
dial
the
phone
number
Dunkin’
Donuts
list
above.
If
customers
have
a
lot
to
say,
then
let
them
dial
the
number.
I
highly
recommend
Dunkin’
Donuts
learns
from
Dell.
Dell
has
a
very
advanced
problem
solving
system.
Talking
to
the
groundswell
does
not
mean
just
put
a
few
words
on
a
reply.
It
means
a
lot
more
than
that.
3. Energizing
the
groundswell.
On
energizing
the
groundswell,
Dunkin’
Donuts
does
better
than
other
aspects,
but
there
are
still
some
details
does
not
good
enough.
First,
DD
perks
promotion.
Because
DD
perks
promotion
is
a
combination
of
App
and
coupons,
that
limits
target
customers
into
people
who
have
already
bought
the
perks
card
and
downloaded
the
App.
Meanwhile
Dunkin’
Donuts
did
not
have
a
constant
powerful
promotion
on
DD
perks
on
its
major
social
media
platforms
which
makes
this
campaign
not

17. [DUNKIN’
DONUTS
SOCIAL
MEDIA
MONITORING]
17
popular
enough,
in
my
perspective.
If
Dunkin’
Donuts
finds
a
solution
to
offer
a
better
and
more
convenient
way
for
its
fans
to
use
the
money
they
pay
online
for
DD
perks
immediately,
for
instance,
let
DD
fans
get
the
card
with
money
immediately
from
the
Dunkin’
Donuts
store
next
time
they
visit,
it
will
help.
Second,
coupons
should
be
available
in
a
variety
of
tunnels.
Inspired
by
the
DD
perks
App,
Dunkin’
Donuts
should
let
its
customers
use
special
e-­‐
coupons
more
rather
than
limit
time
special
offer
on
mobile
phone.
This
energizing
strategy
will
“force”
the
groundswell
keeps
focusing
on
Dunkin’
Donuts
social
media
accounts
and
creates
a
win-­‐win
result.
Conclusion
Groundswell
is
really
a
“double-­‐edged
sword”.
It
can
help
a
business
succeed
and
can
also
destroy
a
business.
Companies,
which
respect
and
care
about
the
groundswell,
will
benefit
from
it
and
create
more
value
to
their
products
and
brands
beyond
their
imagination.
Dunkin’
Donuts,
pioneer
of
social
media
marketing,
its
succeed
is
a
perfect
example.
Because
of
the
advantage
of
early
realizing
and
entering
social
media
marketing
field,
Dunkin’
Donuts
has
already
created
a
very
popular
and
good
image
among
most
major
social
media
platforms.
Its
succeed
proves
to
the
market
the
power
and
the
benefits
from
listening,
talking
and
embracing
the
groundswell.